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ArtBasel Galleries

The document provides brand guidelines for galleries participating in Art Basel shows. It outlines proper usage of the unique sub-brand logos for each Art Basel show, including using positive and negative versions appropriately based on background color, maintaining a minimum clearance area around the logo, and prohibitions against modifying or misusing the logos. File formats and specifications are also provided to ensure consistent logo usage across digital and print materials.

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Sophia
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108 views

ArtBasel Galleries

The document provides brand guidelines for galleries participating in Art Basel shows. It outlines proper usage of the unique sub-brand logos for each Art Basel show, including using positive and negative versions appropriately based on background color, maintaining a minimum clearance area around the logo, and prohibitions against modifying or misusing the logos. File formats and specifications are also provided to ensure consistent logo usage across digital and print materials.

Uploaded by

Sophia
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Brand Guidelines

For Participating Galleries


01: Logo Lockup 02: Positive and Negative Versions 03: Using the Logo Files

Each of the three Art Basel shows has its own unique All logos are available in ‘Positive’ and ‘Negative’ versions: The .PNG logo files should be considered the default files
‘sub brand’ logo. the correct version must be used to ensure legibility. for use. Further file formats can be procured as necessary:
please email with your request.
Each logo is always to be used in the lockup demonstrated ( ). A ‘Positive’ ( ) and ‘Negative’ ( ) versions of the logos ensure
A B

contrast, aiding legibility, no matter how dark or pale the Different sections of the file name refer to different
The date of the show is not part of the logo.
background they are being used on is. parameters within the setup of the logo:
Galleries should not connect their logo to the Art Basel logo
The ‘Positive’ versions are to be used on paler backgrounds; A The specific show that the logo refers to
lockup by placing it directly alongside, above or below.
the ‘Negative’ versions are to be used on darker backgrounds.
B Whether the logo is ‘Positive’ (‘Pos’) or ‘Negative’ (‘Neg’)

C The color mode of the logo (Pantone / CMYK Grey +


Pantone / CMYK / RGB)

D Whether the logo is in color (‘Color’) or greyscale (‘Grey’)


A B
E The file type (.EPS / .JPG / .TIF)

A A C E

AB18_Miami Beach_Pos_CMYK_Color.EPS

B D

Different color modes should be used for different contexts:

Print Digital

‘CMYK + Pantone’ ‘RGB’


(Preferred)
Art|Basel CMYK
Hong Kong|March|29 – 31|2018 (Backup)
04: Clearance Area 05: Dos and Don’ts

The height of the ‘glyph’ within the logos is used Demonstrated below are several examples
to proportionately calculate clearance areas around of how not to use the Art Basel logos:
the Art Basel logo.
DON’T compress logo DON’T rotate logo DON’T resize parts of the logo DON’T replace any part of the logo

The general rule is that the minimum clearance area ( B )


Art|Basel Art|Ba Art|Basel Art|Basel
Hong K sel
should be 55% of the height of the glyph ( A ).
Hong Kong
No other visuals should appear within this defined area.
Hong Kong ong Hong Kong

DON’T use similar colors to the logo DON’T use colors that vibrate with the logo DON’T obscure the logo with imagery DON’T use wrong Positive / Negative variation

A
Art|Basel Art|Basel Art|Basel Art|Basel
Basel Basel Basel Basel

B
DON’T use one color for the whole logo DON’T color show name and glyph differently DON’T reverse the logo colors DON’T use tints of the show brand color

Art|Basel Art|Basel Art|Basel Art|Basel


Miami Beach Miami Beach Miami Beach Miami Beach

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